In the agenda setting phase, important issues are: How a problem is framed; who is the 'problem owner' and who else should be involved. 'Framing' implies how the story of the problem is told: a theory on causes and effects and the likely moral consequences of that story. Is it a public or a private problem? Who is morally obliged to act? Who have a say in the decision making process and who have not? The agenda setting phase is often depicted as the first phase, but in practice it is an intermediate phase in a messy, ongoing process.
Agenda Setting related tools: